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Some 23 percent of U.S. mobile subscribers (or 58 million people) say they have seen mobile advertising in the previous 30 days - and half of mobile data users (51 percent, or 28 million people) who recall seeing a mobile ad say they responded to the ad in some way, according to a Nielsen study, MarketingCharts reports.
However, just 10 percent of U.S. mobile data (e.g., text-messaging) users say they think advertising on their mobile devices is acceptable - but an increasing number appear to understand the value proposition of ad-supported mobile content, Nielsen said.
Some 32 percent of mobile data users say they are open to mobile advertising if it lowers their overall bill, it found.
Moreover, the number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38 percent (from 42 million to 58 million).
“Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium,” said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile.
The findings are from the bi-annual Mobile Advertising Report from Nielsen Mobile and are based on a survey of more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter.
(MarketingCharts has more findings from the study.)
About the study: Nielsen’s Mobile Advertising Report examines consumer recall, responses and attitudes toward banner ads on mobile web pages, SMS text-message advertising, sponsored applications, video advertising and other types of advertising that reach consumers while using data applications on their mobile phones.
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